Past Imperfect Or Present Perfect: How Dynamic Ranks Influence Consumer Perceptions

Lists that rank brands and firms tend to be dynamic. Across four studies, we show that consumers reward (vs. penalize) firms that move up (vs. down) these lists. This effect is stronger (vs. weaker) amongst consumers who are incremental (vs. entity) theorists and is moderated by the magnitude of rank change.


Sanjeev Tripathi, Arpita Pandey, and Shailendra Pratap Jain (2020) ,"Past Imperfect Or Present Perfect: How Dynamic Ranks Influence Consumer Perceptions", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 707-706.


Sanjeev Tripathi, Indian Institute of Management, Indore, India
Arpita Pandey, Indian Institute of Management Ahmedabad
Shailendra Pratap Jain, University of Washington, USA


NA - Advances in Consumer Research Volume 48 | 2020

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